Good for her branding and distribution strategy.
It’s refreshing in these overhyped days for a designer for eschewing the tiresome— and oftentimes ridiculous production costs, of what ultimately amounts to a snoozefest horse-and-pony pageantry of a show, and/or any instore hype, and just getting her product DTC. Making it about the product first and moremost is so admirable these days when so many lessers are getting away with these overly, ridiculously expensive, bloated presentations and campaigns with equally overhyped casts, just to sell the most basic of outlet merch. That she doesn’t insult her customer with idiosyncratic big production is one of the most respectable act a designer can do these days (…and I’ve never cared for her Celine.)